МОДЕЛІ УПРАВЛІННЯ ДОДАНОЮ ЦІННІСТЮ У НІШЕВОМУ АГРОБІЗНЕСІ

Abstract

The article examines the methodological approaches and models of added value management as a consumer’s value based on the ecosystem and marketing approach in the segment of micro and small agricultural business, which operates in the conditions of full-scale military invasion in Ukraine. The sociological study conducted in 2022-2023 among 100 managers and founders of domestic micro and small agricultural enterprises shows and explains value-added management models in the segment of niche agro-production business. Creating value for consumer’s approach is a methodological basis for sustainable competitive strategies development, which allows micro and small businesses to adapt to the external environment rapid changes and to be consistent in the long term period perspective both in conditions of the full-scale military invasions and in the post-war period. The agri-food market structural changes caused by the pandemic and full-scale military actions led to the domestic micro and small agricultural business strategy transformation. In conditions of full uncertainty and the threats of physical destruction, micro and small agro-enterprises that retained their production capacity showed adaptability to rapid market changes in comparison with large-scale agribusiness. Leaders of micro and small business actively studied and implemented innovative approaches to the management of material, financial and information flows, which directly affected their ability to produce added value. Running an agri-food business in Ukraine in modern realities requires the use of sustainable business practices that will ensure sustainability both in the short-term and in the long-term. The ecosystem approach to the added value management, as a value for the consumer, involves a comprehensive approach to the of available resources assessment, external threats and challenges, and development prospects. A marketing approach to the added value creation and treatment it as a value for the consumer allows to develop a differentiated strategy. Such approach allows to obtain more sustainable competitive advantages in comparison with the economic approach of added value creation and management. The strategy of increasing value of primary agricultural products by increasing the market value and product attractiveness through marketing tools allows to differentiate the product line and receive an additional premium.